Professional Documents
Culture Documents
Flow of Presentation
Market Consumer
Target Segment
Indian Consumer Durable Market • Demographics
• Size • Usage
• Trends
• Dispersion Brand
• Brand Recall
• Perception
• Choice of Brand
Category: Portable Music Player
• Size
Brand Purchase
• Trends • Influencers
• Dispersion • Purchase Location
Conclusions
Section I: THE MARKET
Structure of Indian Consumer Market
Consumer Durable Market in India
15%
15%
30%
90.00%
80.00%
70.00%
60.00%
50.00%
Urban India
Rural India
40.00%
30.00%
20.00%
10.00%
0.00%
Air Conditioners Computer @ Home TV Music Devices
Trends in Sales: Portable MP3 player
Number of Units Sold: India Y-o-Y Growth in Units Sold(%-age)
14000 90
80
85 Title
Chart
12000
75 77
10000
70
65 69
60
8000 50
40
6000
30
4000 20
2000 10
0
0 2006 2007 2008 2009 2010 2011
2006 2007 2008 2009 2010 2011
•Average price of portable MP3 players in India in 2009 is Rs. 1100 per unit
•GAGRunits: 103%
•Highly competitive market with approximately 100 different brands available including
3-4 leading brands, 15 brands that are well known names of electronics and consumer
electronics industry and other local and cheap Asian imports.
9%
29% 7%
•Sony dominates the market owing to the brand equity created by Sony Walkman®
(portable cassette player) followed by Apple and Philips.
•Apple and Sony are the dominant players in Tire1 cities, Sony and Phillips dominates in
Tire 2 cities while Tire 3 and Tire 4 cities are more dominated by various cheaper brands.
•The sale of consumer durables have reported an average 8.5% growth through out last
4 years with a CAGRvalue of sales as 7%.
•The Category ‘Portable MP3’ player is a highly fragmented market with nearly 100
different brands available with top 5 brands having 38% of market share.
Section II: THE CONSUMER
Consumer Demographics
Based on Age Group
Age Group
7% 3% 2% 12%
100
80
Music
60 Reading Boks
Films
40 Computer Games
20
0
Sec-A Sec-B Sec-C Sec-D Sec-E
50 50
40 40
30
30
20
20
10
10
0
1hr-2hr 1hr-5hr <1hr
0
100% >50% 20%-50% <20% 0% never
(always) (mostly) (sometimes) (rarely)
Though the average price of Portable MP3 player is presently `1000, its not
perceived as an utilitarian product
*Source: Primary Research
Usage of Portable MP3 player
60 Place of Use Sharing of MP3 Player
80
50 70
40 60
30 50
40
20
30
10 20
0 10
0
yes no
Trancend
Western Digital
Phillips
Panasonic
Sony
Apple
0 20 40 60 80 100 120
Apple® and Sony® receiving the highest association weight-age and highest
brand recall (unaided) again goes on to establish the fact that this category is
considered above utilitarian
Purchase: Influencers
3.5
Influencers in Buying
3
2.5
1.5
0.5
0
Friends/Peer Son/Daughter/Brother (Other) Salesman at shop Mother/Female head Father/Male head
•Well thought and planned purchase, preference of modern trends and influenced
by peer